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RTB House and WhitePress

RTB House to acquire WhitePress

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RTB House to acquire WhitePress

WARSAW, February 22, 2021 – RTB House, a global advertising technology firm takes up 100% shares in WhitePress, a content marketing platform, from its Founders, Dirlango, a technology-focused investment firm and Innova Capital, a CEE mid-market private equity firm. WhitePress’s management, including founders Paweł Strykowski and Tomasz Kwaśny, will continue in their existing roles. The financial terms of the transaction are not disclosed.

Founded in 2013 and headquartered in Bielsko-Biała, Poland, WhitePress is a leading content marketing platform that assists advertising agencies and corporate clients in creation and publication of content across the web, as well as in tracking of marketing campaign results. The company, which has continuously been focused on quality of content created and distributed, is a leader in content marketing automation that makes the publishing process easier, faster, and more cost-effective. WhitePress platform is highly scalable internationally and enables publications across multiple geographies with ongoing roll-out across the new markets. The wide ecosystem of products is used by thousands of clients and relays on inventory provided by over 21,000 publishers across 12 geographies. Furthermore, the company owns the GoodContent platform and is currently launching its latest service Content Premium internationally.

The overall support from RTB House will enable WhitePress to seek to accelerate its growth across new markets including in the Americas and Asia.

Paweł Strykowski, Founder and CEO of WhitePress, said: “We are excited to join RTB House. We have always been committed to providing our clients with a high quality service and the best experience. With RTB House’s support, we will significantly accelerate the international roll-out and sign up new publishers as well as attract new clients to our platform. We started the internationalization of our business just two years ago and we are thrilled to be able to accelerate our growth with the support of such an internationally successful AdTech firm.”

Robert Dyczkowski, Founder and CEO of RTB House said: “We are delighted to team up with Paweł Strykowski and his team to support the further development of WhitePress. In its relatively short history, WhitePress has emerged as a leading content marketing automation provider to regional clients, with a unique, scalable platform proposition designed to enable the accelerated roll-out across multiple geographies.”

Łukasz Wejchert, Founder of Dirlango said: “The decision to divest WhitePress was not easy. We are pleased to find a buyer with a global reach and an impressive product capable of accelerating WhitePress expansion.”

Michal Wojdyła, Managing Director of Innova Capital said: “It was a great experience to support WhitePress in the internationalization of its business. The company is highly profitable and cash flow positive despite multiple entries into new markets over the last 18 months, which proves the scalability of the WhitePress model.”

About WhitePress
WhitePress helps advertising agencies and corporate clients publish content efficiently. Ranked #1 in Top 100 most visible marketing websites in Google in Poland, WhitePress automates publication utilizing a base of over 21,000 publishers and offering content creation support across multiple platforms. The company enables its customers to choose optimal publication strategies and streamline the process while reducing processing costs using its state-of-the-art platform. With a team of over 50 people, of which ca. 30 are based in Bielsko-Biała office and the remaining ca. 20 are spread across foreign markets, WhitePress serves thousands of customers in Europe and eyes further expansion in the Americas and Asia.
https://www.whitepress.net/

About Innova Capital
Innova Capital is an independent private equity advisor, operating from Poland and investing in majority buyouts in mid-sized enterprises with activities in Central and Eastern Europe. Since its inception in 1994, Innova Capital has invested close to EUR 1 billion in almost 60 companies located in 10 countries in the region. Innova was recognized by the Polish Private Equity and Venture Capital Association (PSIK) as PE Management Firm of the Year 2019.
https://innovacap.com/

About Dirlango
Dirlango invests in growth Internet and technology businesses globally. Investments include international category leaders such as Glovo, Wish, Beyond Meat, Compass as well as CEE focused firms WayToGrow, Justtag and iTaxi. Dirlango was founded in 2012 by Łukasz Wejchert and Maciej Żak.
https://dirlango.com/

Advisors to RTB House on the transaction included: Clifford Chance, Deloitte, and CC Group.
Advisors to WhitePress and its Shareholders on the transaction included: Rymarz Zdort and Trigon.

Media contacts:

WhitePress
Paweł Strykowski
+48 695 863 031
paweł@whitepress.pl

RTB House
Katarzyna Jędrzejczyk
+48 792 162 587
katarzyna.jedrzejczyk@rtbhouse.com

RTBHouse_MarTech_2020

RTB House’s AI Full-Funnel Marketing Solutions Wins AdTech Innovation Award

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RTB House’s AI Full-Funnel Marketing Solutions Wins AdTech Innovation Award In 2020 MarTech Breakthrough Awards Program

NEW YORK, September 24, 2020 – RTB House, a global company that provides state-of-the-art marketing solutions for top brands worldwide, today announced that it has been selected as the winner of the “AdTech Innovation Award” in the third annual MarTech Breakthrough Awards program conducted by MarTech Breakthrough, a leading market intelligence organization that recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industry today.

The AdTech Innovation Award is another prestigious honor for RTB House’s AI Full-Funnel Marketing Solutions. Recently, RTB House also received a Gold Stevie in 2020 International Business Awards®. This is the result of a big push from RTB House to offer brands innovative marketing solutions to reach current and new customers at any stage of the funnel from awareness to consideration to conversion.

The 2020 MarTech Breakthrough Award recognized the RTB House AI Full-Funnel Marketing Solutions, an advanced AI-based tool that is able to recognize a consumers’ stage within the sales funnel in real-time, resulting in relevant communication with users. With a modern approach to marketing communication, marketers are empowered to build more durable brand awareness and deeper connections with customers at every stage of the consumer’s path-to-purchase.

An ecosystem driven by an award-winning AI is built on the usage of 1st party data and incorporates privacy by design. With this step forward, RTB House enables clients to benefit from their deep learning-based technology to seal the sales funnel, recognizing in real-time at what stage of the funnel the user is, and decide which ad should be shown to a user in that context.

“After years of research in the field of AI, RTB House created AI Full-Funnel Marketing Solutions to help take brand communication to the next level,” said Łukasz Abgarowicz, Head of New Products at RTB House. “We made all of this possible by creating and using AI that deeply understands humans, one that brings marketers the tools and strategies they need to succeed in a digital landscape. We are confident that our deep learning AI Full-Funnel solution will shape the future of marketing.”

The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 2,750 nominations from over 15 different countries throughout the world.

 “RTB House is a pioneering leader in the AdTech space, with compelling solutions that are proven to significantly increase brand awareness and consumer engagement,” said James Johnson, Managing Director at MarTech Breakthrough. “From advanced customer segmentation to bespoke customer journey scenarios and deep learning optimization and beyond, RTB House is providing breakthrough solutions that make sales funnels more effective. We want to recognize their tremendous achievement with our ‘AdTech Innovation Award’ for 2020 and we congratulate the entire global RTB House team on their industry recognition.”

About MarTech Breakthrough

Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, CRM, content and social marketing, website, SEM, mobile marketing and more. For more information, visit MarTechBreakthrough.com.

RTBHouse_Stevie_Awards_2020

RTB House Wins Three Stevie® Awards in the 2020 International Business Awards®

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RTB House Wins Three Stevie® Awards in 2020 International Business Awards® Including Most Innovative Company of the Year

RTB House, a global company that provides state-of-the-art marketing technologies, today announced the company won three Stevie® Awards from the 2020 International Business Awards, highlighting RTB House’s growing global presence in over 30 locations worldwide.

  • Marketing/Public Relations Solution – Gold Award: RTB House AI full-funnel marketing solutions: deep learning-based technology fuels the sales funnel

  • Most Innovative Company of the Year – Up to 2,500 Employees – Silver Award: RTB House continues to disrupt AdTech industry with innovative solutions

  • Artificial Intelligence/Machine Learning Solution – Bronze Award: The RTB House Deep Learning-based AI solution is all about speed, accuracy and personalization

“We’re honored to receive three awards, as our team has worked hard over the past year to bring our disruptive and innovative ad-tech solutions to more and more brands across the globe,” said Daniel Surmacz, COO at RTB House. “We’re a solution-focused company bringing brands and retailers top-notch deep learning AI technology to solve some of the ad industry’s toughest challenges. These awards are a true testament to the hard work of our team.”

Stevie Award winners were determined by the average scores of more than 250 executives worldwide who participated in the judging process from July through early September. Some of their comments about RTB House include:

  • “RTB House offers companies a perfect solution that ensures lasting brand loyalty and increasing sales.”

  • “RTB House breaks the traditional mold of display campaign tactics, in favor of highly personalized messages, using novel DL behavioral models with the ultimate goal of making the online ad experience more meaningful for users.”

The International Business Awards are the world’s premier business awards program. All individuals and organizations worldwide – public and private, for-profit and non-profit, large and small – are eligible to submit nominations. The 2020 IBAs received entries from organizations in 63 nations and territories.

More than 3,800 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration in a wide range of categories, including Company of the Year, Marketing Campaign of the Year, Best New Product or Service of the Year, Startup of the Year, Corporate Social Responsibility Program of the Year, and Executive of the Year, among others.  This year’s competition also featured a number of free-to-enter categories to recognize organizations’ and individuals’ response to the COVID-19 pandemic.

“Despite the unprecedented impact the COVID-19 pandemic has had on organizations and working people worldwide, the number and quality of nominations we received in this year’s International Business Awards attests to the continued outstanding performance of many organizations.  The commitment we’ve seen through these nominations to maintaining the success, health, and safety of employees, customers, and communities is truly impressive,” said Stevie Awards president Maggie Gallagher.

Details about The International Business Awards and the lists of Stevie Award winners are available at www.StevieAwards.com/IBA.

 

About the Stevie Awards:

Stevie Awards are conferred in eight programs: the Asia-Pacific Stevie Awards, the German Stevie Awards, the Middle East & North Africa Stevie Awards, The American Business Awards®, The International Business Awards®, the Stevie Awards for Women in Business, the Stevie Awards for Great Employers, and the Stevie Awards for Sales & Customer Service. Stevie Awards competitions receive more than 12,000 nominations each year from organizations in more than 70 nations. Honoring organizations of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide. Learn more about the Stevie Awards at www.StevieAwards.com.

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RTB House launches new AI-based product to increase brand awareness and user engagement

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RTB House – a global company that provides state-of-the-art marketing technologies has employed Deep Learning AI and first party data to create Streaming Video Ads – a brand-new solution aimed at targeting users in the upper stages of the sales funnel. These effective, brand-focused and dynamically-created video ads will offer users a viewing experience based on data-driven personalization enhanced with unique contextual elements and highly personalized storytelling.

Video is a key component of branding exercises, helping to focus marketing messages, improve customer interaction, and support a consistent and captivating brand image. According to a recent study by Wyzowl, when asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video. An additional 84% reported that they’ve been convinced to buy a product or service by watching a brand’s video.

To increase impact, RTB House Streaming Video Ads are constantly updated to allow advertisers to execute outstanding, unique and consistent brand strategies. Based on a branding video and powered by RTB House’s state-of-the-art Deep Learning recommendations, Streaming Video Ads are tailored to user preferences in order to present the brand in an engaging and appealing way.

According to RTB House clients, video is particularly effective at targeting users in the upper stages of the sales funnel. To determine which users are located in those stages our Deep Learning algorithms analyze thousands of data points. Based on these advanced calculations, Streaming Video Ads are displayed to an audience which may include users who were previously not engaged with the brand. “Creating a lasting connection with consumers requires a deep understanding of user behaviours. Each journey is unique because every customer is different, with their own set of personal circumstances, needs, preferences, and behaviours. That is why our highly personalized Streaming Video Ads are an effective solution for any digital marketing strategy that embraces a user-centric approach,”  says Łukasz Abgarowicz, Head of New Products at RTB House.

Thanks to RTB House’s partnership with all major inventory partners, Streaming Video Ads are available in all popular video formats for various types of devices. To ensure ads are presented in the desired and brand-safe contexts, placements are analyzed by our proprietary contextual targeting and Brand Safety mechanisms, which use natural language processing to analyze site context for every single impression delivered. To ensure consistent communication, Streaming Video Ads may also be bundled with other ad formats offered by RTB House, including Social Banners, Dynamic Display Banners, Snippet Ads, in-app campaigns, and more.

All Streaming Video Ad formats offer KPIs that measure the video’s branding impact. RTB House’s advanced analytics track a user’s interaction with the brand and deliver valuable insights that allow marketers to tailor their strategies and create an optimal user journey.

For more information visit videoads.rtbhouse.com.
See examples of Streaming Video Ads at videoads.rtbhouse.com/showcase.

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RTB House integrates with Segment

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We are glad to announce a partnership with Segment, the customer data infrastructure company and mobile measurement partner.

The integration between RTB House and Segment helps us to gain further insights about in-app marketing campaigns and makes our marketing solutions even more available for clients and prospects.
“A partnership with Segment gives our clients and prospects, who take advantage of Segment’s infrastructure, the ability to streamline integration with RTB House, and at the same time enables them to get the most out of our state-of-the-art marketing technologies powered entirely by Deep Learning algorithms. This is another integration, next to e.g. AppsFlyer or Adjust, that makes RTB House solutions even more available and easy to use,” said Daniel Pietrzak, In-apps Team Leader at RTB House Inventory Partnerships Team.

About Segment
Segment provides the customer data infrastructure that businesses use to put their customers first. With Segment, companies can collect, unify, and connect their first-party data to over 300 marketing, analytics, and data warehousing tools. Today, thousands of companies across 71 countries use Segment, from fast-growing businesses such as Atlassian, Bonobos and Instacart to some of the world’s largest organizations like Levi’s, Intuit and Meredith. Segment enables these companies to achieve a common understanding of their users and make customer-centric decisions.

RTB - Warsaw Mimotaurs

RTB – Warsaw MIMotaurs Place in Top Four in Lockheed Martin’s Autonomous Drone Racing Competition

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RTB House, a global company that provides state-of-the-art marketing solutions for top brands worldwide, today announced that their drone-racing team, the RTB – Warsaw MIMotaurs, has placed in the top four of Lockheed Martin and Drone Racing League’s 2019 AlphaPilot Innovation Challenge, part of the Artificial Intelligence Robotic Racing (AIRR) Circuit, a drone racing series. The MIMotaurs took second place in the “Wild Card” division and fourth overall.

According to Lockheed’s kickoff release, of the initial 424 teams worldwide, nine finalist teams were tasked with designing “an AI framework capable of piloting racing drones through high-speed aerial courses without any GPS, data relay or human intervention.” The fourth and final competition event was held at the Austin American-Statesman in Austin, Texas on December 6th.

The RTB – Warsaw MIMotaurs consists of a group of talented, young AI developers from the University of Warsaw, including a physicist, a flight software and robotics engineer, a drone designer, and two pilot software engineers, one of whom was on the Guidance, Navigation, and Control team of the Martian Rover for URC 2018.

RTB House, with its global headquarters in Warsaw, Poland and marketing capabilities that leverage an advanced form of Deep Learning AI to model high-level abstractions in data, understands the value in the future of AI advancements. Its sponsored team from Poland has worked to develop a revolutionary, competitive AI system as flexible and intelligent as humans.

“It was thrilling to watch all the finalists as they rose to the challenges of this tough competition,” said Gary Burtka, VP of U.S. operations at RTB House. “We are particularly proud of our team, and honored to have them. Since RTB House’s technology is powered 100 percent by Deep Learning technology, we feel a particular kinship with all these talented young people who share our reverence for the power and adaptability of AI, and understand its potential applications to help humanity achieve fantastic heights.”

RTB House is proud that Poland is leading the way in the evolution of AI, and sponsoring the RTB – Warsaw MIMotaurs is an example of how the company is showing its dedication to supporting the bright future that lies ahead for AI.

To learn more about the RTB – Warsaw MIMotaurs and see what’s in their future, visit the team’s Facebook page at https://www.facebook.com/WarsawMIMotaurs/

 

black friday-2

Supercharge Promotional Campaigns with Retargeting

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Promo periods can push significant boosts in e-commerce sales. Offering discounts is a key way to accelerate growth, and retargeting should be an important part of the strategy.

Among promo periods, Black Friday (November 29th, 2019) is a stand-out. Depending on the vertical and type of activities conducted within e-commerce, sales that day might grow as much as 5 times compared to a regular day at the beginning of the month. For markets in Europe and, North America and South America, it’s followed by Cyber Monday (December 2nd, 2019), so many marketers combine these two days in order to extend the sales period. For Asian markets, Single’s Day (11th November 2019) is another opportunity to boost sales – we see a similar increase on this day on Black Friday in Europe. Whereas in Eastern Europe, many marketers trigger discounts before Christmas and New Year when people buy gifts for their relatives.

Some verticals can benefit from the promo period much more than others. Based on RTB House’s experience, the highest uplift is observed in electronics and housing products; followed by fashion, fragrances, and multi-category retailers. It should be noted that there are some verticals, travel for example, that doesn’t react to typical promo periods. In the case of travel, the reason being that travel’s seasonality is not consistent with seasonality for material goods (e.g., few people decide to buy their next summer vacation in November).

Remarkably, growth doesn’t seem to be very consistent within verticals. For example, while many Czechian fashion e-commerce brands see average sales increases of 2X in November, the fastest growing players have managed to boost revenue by 3.5x or even higher. When we looked into the data more closely, it turned out that in most of these cases, there were massive discounts given by the marketers.

A very good example of such a campaign was shown by one of our clients working in the premium personal products sector. The client had a big anniversary and wanted to attract attention to the brand by having a massive sale with discounts throughout their various departments. They also decided not to focus on just Black Friday, but to extend the sales to the end of the month (last year Black Friday took place on the 23rd of November, so there was a week to benefit from increased sales). The results exceeded even bravest expectations of the marketing team. November sales increased by 40% year-to-year despite a stagnant market, and emptied out their warehouses.

Results delivered by retargeting were even more astonishing. Conversion value for the client increased by 234% in November, compared to market growth of “only” 66%. Sales on Black Friday were more than 10 times higher than on the last day before the promo started. Obviously, it came with a cost: In order to widely inform the users about promotions, the company was required to reduce the return on ad spend by around 25%. All in all, every seventh conversion during the promotion week was assisted by retargeting.

Retargeting strategies

This year we expect even higher impact of Black Friday on sales than last year, primarily for two reasons: First, the November 29th is very near the end of the month, so most people are likely to have salaries hitting their bank accounts. Second, since Black Friday is closer to the Christmas holidays, many customers likely use the promo day as an opportunity to buy gifts for loved ones.

Clients often ask how to think about the retargeting campaign during this period and how much it’s required to invest for optimal returns. Based upon our analysis of last year’s results, we came up with 3 different retargeting strategies:

Go with the flow. This strategy is the most common for marketers working on mature competitive markets. It helps to grow sales by keeping a stable return on investment. In this case, marketers usually give some discounts to their customers, but try to still keep margins stable because the impact of discounts is offset by increased volume. Although this retargeting strategy sounds really simple, daily flexibility on goal delivery (ROAS/COS/CPA) is required for proper execution. Please see the attachment to understand why.

Grow above the market.We recommend a more expansive strategy for those clients who’d like to increase their market share and get noticed by the market during the promo day. This strategy might be risky as it imposes a pressure on margin and supply chain. We often see cases where e-commerce management teams have to literally go to warehouses and help to prepare shipments. However, if positioned and executed properly, this remarketing strategy can be very rewarding for the marketer. Like the example before, it’s possible to grow as much as 2, even 3 times higher than the market. The most common question is how high the investment into retargeting should be. In order to answer it, we prepared benchmarks from last year’s promo periods to give an idea of earnings possibilities and what the investment should be to support such retargeting activity.

Acquire new customers. A promo day is also the best moment to acquire new customers. There are many users that could wait for months or even seasons before making the first purchase. Converting them for the first time during the promo day might be a very good way of obtaining future loyal customers as a consequence. Some marketers manage to increase the share of conversions by the new shoppers even by 30%. In order to achieve this, we recommend to run volume campaigns with higher range than normally. Retargeting is a very good tool to support this activity. In the case of big online shops user base is large and it’s possible to create different retargeting scenarios by impacting recent visitors or those who used to be in the e-shop longer time ago. If new customer acquisition is the priority, we recommend to dedicate up to 20% of retargeting budget for re-engagement.

Author
Volodymyr Opanasenko

Volodymyr Opanasenko

Head of Account Management Strategy